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  • July 2019
  • Case
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LaCroix Sparkling Water (Abridged)

By: Tomomichi Amano, Das Narayandas and Kerry Herman
  • Format:Print
  • | Language:English
  • | Pages:10
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Abstract

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was repositioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?

Keywords

Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry

Citation

Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water (Abridged)." Harvard Business School Case 520-015, July 2019.
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About The Authors

Tomomichi Amano

Marketing
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Das Narayandas

Marketing
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  • Walmart’s Live Better U By: Boris Groysberg, Annelena Lobb and Kerry Herman
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